SCIENCE AND RESEARCH ABOUT POPULATION HEALTH · we don’t just rely on the latest exercise science and behavior-change science, we contribute to it in the form of primary research.

ACE Special Health/Exercise Report—Branding Essentials 5

CONTENTS

A Letter From the President ....................................................................................................................3

About ACE ................................................................................................................................................4

Preface .......................................................................................................................................................6

Chapter 1: Unlocking the Power of Branding ........................................................................................7

Chapter 2: Developing a Health/Fitness Brand ...................................................................................11

Chapter 3: Positioning a Health/Fitness Brand ....................................................................................17

Chapter 4: Marketing and Communicating a Brand ...........................................................................23

Chapter 5: Controlling the Brand Image Through Advertising and Marketing ................................29

Chapter 6: Associating a Brand .............................................................................................................35

Chapter 7: Branding the Exercise Experience .....................................................................................41

Chapter 8: Developing Brand Personality in Health/Fitness ..............................................................47

Chapter 9: Undertaking Cause-Related Marketing .............................................................................51

Chapter 10: Public Health Branding—Using Health, Exercise,and Fitness to Make a Difference .....................................................................................57

References ...............................................................................................................................................62

About the Author....................................................................................................................................64

ABOUT ACE’s mission is to get people moving. We believe that even a moderate amount of physical activity every day enhances health, prevents costly inactivity-related disease and contributes to a more joyful life.

CERTIFICATION

The foundation of our approach to getting people moving is the certification of well-qualified exercise professionals and health coaches. The more professionals we certify, the greater the impact of the science-based physical-activity and behavior-change programming that they deliver. Our four primary certifications (Personal Trainer, Group Fitness Instructor, Health Coach and Medical Exercise Specialist) are accredited by the National Commission for Certifying Agencies (NCCA)—considered the gold standard when it comes to accreditation of programs that certify professionals in healthcare, fitness, wellness and other occupations.

SCIENCE AND RESEARCH ACE’s certifications are grounded in a rigorous, methodical understanding of what knowledge and skills are required of personal trainers, health coaches, group fitness instructors and others. This is why we don’t just rely on the latest exercise science and behavior-change science, we contribute to it in the form of primary research. We most often commission studies about the latest fitness products, programs and trends.

POPULATION HEALTH

ACE believes that well-qualified exercise professionals and health coaches who hold accredited certifications, and others who’ve been similarly equipped with behavior-change coaching skills, are an untapped force in communities across the country. It’s time for them and the programs they develop and deliver to be embraced as a logical, more integral extension of clinical care. Such programming holds the potential to help vastly more people adopt and sustain healthy, active lifestyles.

American Council on Exercise ACE is a nonprofit organization with global reach that works to improve physical-activity levels by certifying exercise professionals and health coaches, publishing original research, convening experts on physical activity and health, working directly with community groups, and advocating for policies to get people from all walks of life moving. The 90,000 exercise professionals and health coaches certified by ACE are among the most respected in the world of fitness, helping people embrace physical activity and adopt healthier lifestyles.

For more information, call 800-825-3636 or visit

ACEfitness.org.

Trademark Information

ACE, American Council on Exercise, ACE IFT and ACE Integrated Fitness Training are all registered trademarks of ACE. Other trade names used herein are for identification purposes only and may be trademarks of their respective companies.

stoatphoto/Shutterstock.com